How to Rank Higher on Google Maps: A Practical Google Maps SEO Guide

How Google decides who appears on Maps

Google publishes the basis of local ranking: relevance, distance and prominence (Google’s explanation). Relevance is how well a listing matches the search. Distance is how far the business is from the searcher or the place they named. Prominence is how well known the business appears to be, judged from reviews, links, mentions and how its website performs in ordinary search.

You cannot change distance. Everything in this guide works on relevance and prominence.

Step 1: Claim and verify the profile

Nothing else counts until the profile is verified. Google’s verification options depend on your category and country, and video verification is now common. Record it in one take: the street and signage, the inside of the premises or your vehicle and tools, and something that proves you run the business, such as unlocking the door or opening the till.

Step 2: Get the primary category right

The primary category is one of the strongest relevance signals on the profile. Search your main service in your own area and look at which category the top listings use. Choose the most specific one that honestly describes the business. A “roofing contractor” is a better match for roof repair searches than a “contractor”.

Step 3: Add secondary categories you can back up

Add secondary categories for other real lines of work, and stop there. Categories you do not truly serve dilute the profile and can mislead customers.

Step 4: List every service

Use the services section to name each service with a short, plain description. This is how the profile gets matched to specific searches such as “water heater replacement” and not only to the general trade.

Step 5: Set the address or service areas correctly

If customers visit you, show the address. If you travel to them, hide it and set service areas. Keep the areas realistic. Do not use a virtual office or a friend’s address to appear in another town. It breaks Google’s guidelines and is a common reason for suspension.

Step 6: Make your details match everywhere

Your name, address and phone number should be identical on the profile, your website and every directory. Search your own phone number and old business names to find stale listings. Our guide to local citations and NAP consistency shows how to audit them.

Step 7: Build a review routine

Google confirms that review count and score play a part in local ranking. Ask every customer, at the moment the job is finished, with a direct link. Reply to each review. Never pay for reviews or ask only your happiest customers. See how reviews affect local SEO.

Step 8: Keep the profile alive

Add real photos regularly: your work, team, premises and vehicles. Post updates and offers now and then. Keep holiday hours current. An active profile earns more clicks and calls, and inaccurate hours cost you customers directly.

Step 9: Connect a website that agrees with the profile

Link the profile to a page that states the same name, address, phone number and services. Give each service its own page. Google uses your website to confirm the profile, and a site that ranks in ordinary search adds to prominence. That is the idea behind an SEO website.

What not to do

• Do not add keywords or a city to the business name unless it is your real name.
• Do not create extra listings for the same business.
• Do not buy reviews, links or bulk directory submissions.
• Do not expect to rank across a whole city from one location.

How to tell whether it is working

Ignore single ranking numbers. Results differ for every searcher. Watch the performance data in your Google Business Profile instead: calls, direction requests, website clicks and the searches that showed your listing.

When to get help

Everything here can be done by an owner with a few free evenings. If you would prefer it done for you, our Google Business Profile optimization service covers all nine steps for a one-time $499, and our Google Maps SEO page explains what can and cannot be changed.